Six approaches for future-proof email marketing
Once again, Mark Brownlow makes a good interesting piece on the best things to focus on while creating email marketing. Read the whole article to get all the useful links!

Understand the true meaning of value: avoid one-way value, don’t overestimate value, don’t misunderstand value : the value that count is the value for the recipient, not yours.

Be willing to tweak and change:Each new email is an opportunity to test a tweak, and each tweak can have a surprisingly positive impact.
* Subject line tests that double open rates over time
* Changes in link wording that produce over 50% more clicks
* From line tests that pull in over 20% more clicks
* Link format tests (button vs text) that increase clicks 67%

Respect the basics

Be unique: Valuable content and offers, permission, creative design, relevancy, timing, personalization, customization etc. are important factors that can take your email marketing amplifier all the way up to 10. What takes it up to 11?